Золотое Яблоко: "Бьюти‑тамагочи" - веб‑игра с виртуальным питомцем

Objective

Zolotoe Yabloko, a Russian beauty retail chain, sought to increase customer loyalty and repeat engagement by creating a gamified experience that would introduce players to beauty brands across their assortment. The campaign aimed to convert player interest and participation directly into online purchases while building a stickiness mechanism for their e-commerce platform.

Solution

Digital Lab developed a tamagotchi-style web game integrated into Zolotoe Yabloko's app and website. Players raised a virtual elf through daily challenges and four diverse mini-games, earning in-game currency and experience points. Core mechanics included beauty procedures as a retention loop with timers, collecting branded items tied to store products, a social community with reactions and friend systems, and a competitive ranking system. Players earned prizes—loyalty card bonuses and promo codes—by caring for their elf and completing tasks, directly connecting gameplay to purchase incentives.

Results

The game engaged 1.5+ million active players who performed 24 million mini-games and completed 23 million beauty procedures, generating 1 million community reactions.